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Communicating Science (or anything else) Online

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Advice on writing for the web, a discussion of the special considerations of the medium, and some best practices for developing and delivering online content.

Published in: Internet, Marketing, Science
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Communicating Science (or anything else) Online

  1. Communicating Science Online @gary_schroeder (Or anything else for that matter. We could just as easily be talking about movie reviews, public health policy or blogs about cats.)
  2. Hi. I’m Gary Schroeder @gary_schroeder
  3. The ‘Death’ of Paper With apologies to Jacques-Louis David
  4. The world is split into websites that work with Instapaper, and stuff that has now been rendered irrelevant to me. @killdozr
  5. How is writing for the web different than writing for print media?
  6. DEVICE SPECTRUM
  7. https://www.flickr.com/photos/mrlomo/5855888939/ https://www.flickr.com/photos/85671648@N03/15467473149/ FOCUSED READING INFO GATHERING
  8. IMPATIENTOnline readers are
  9. https://www.flickr.com/photos/ajbrustein/7681131046/ READ! READ! READ!
  10. 25% slower Reading on desktop screens: https://www.flickr.com/photos/teosaurio/8857853963/
  11. Get rid of half the words on each page, then get rid of half of what’s left. -Krug’s Third Law of Usability Omit needless words
  12. 500 – 700 words 10 – 15 words 50 words Sentence target: Paragraph target: Total length target: https://www.flickr.com/photos/erodzen/8083808978/
  13. CHUNKING
  14. ‘Happy talk must die’ If you’re not sure whether something is happy talk, there’s a sure-fire test: if you listen very closely while you’re reading it, you can actually hear a tiny voice inside your head saying… -Steve Krug:
  15. 89% 94% Combining visuals with text increases comprehension by Press releases containing photos and videos receive more views than those without by
  16. SHARE Make it easy to
  17. Why the brain craves infographics: http://neomam.com/interactive/13reasons/
  18. Spectrum of Sophistication Readers who are only interested in the punchline, e.g., “Higgs Boson Found” Reporter who wants to know everything there is to know about the topic • Backgrounders • Links to all previous articles about the topic • Links to scientist bios • Links to high-res images suitable for print • Link to the full published paper Program Manager checking on how the work is being publicly portrayed
  19. <H1>Stick to HTML whenever possible</H1>
  20. PDFs(avoid them)
  21. TAXONOMY www.flickr.com/photos/98298274@N00/3791284475/
  22. Make discovery easy Like pulling a thread on a sweater…
  23. Content strategy plans for the creation, publication, and governance of useful, usable content. Kristina Halvorson www.flickr.com/photos/45923218@N00/4835160197
  24. The content strategist defines not only which content will be published, but why it’s being published in the first place. Without a strategy, we’re just running a production line for content that nobody needs or wants. www.shorpy.com/node/15585
  25. Publishing Criteria Why are you publishing this? Info Architecture Is it logically arranged, findable? Content Strategy Messages What do you want them to know? ID Audiences Who are you trying to reach? (And why?) Work Flow Routine process for scheduling, producing, publishing Measure success (or lack of it) Metrics
  26. ORG CHART Death by Your target audience doesn’t care about internal fiefdoms
  27. ‘RIGOROUSLY FRIENDLY’ www.flickr.com/photos/x-ray_delta_one/8755526695
  28. Read these!

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